“At Google+ we have chosen to focus on inspiration,” says Jennifer Ward, a spokeswoman for the company. “Nice images, films, and, of course, a lot of fashion.”
Ward says H&M doesn’t discuss the specifics of its social media strategies. However, Jonathan Rick, director at Levick Strategic Communications, says he sees what they’re doing.
“H&M’s approach to Google+ is spot-on: lots of pics of people sporting H&M clothes, together with a quick caption. Even better, H&M includes a link to buy the given clothing.”
Rick and other experts picked up some other key elements to H&M’s strategy on Google+, and laid out how Google’s platform differs from Facebook.
Post photos, and often
Nearly every post on H&M’s Google+ page includes a photo or video. For a fashion brand, that’s a no-brainer, Rick says.
“H&M is selling clothing, which in ads means a lifestyle. The way to market this is not through words but through visuals.”
For other brands, visuals may not be quite as important, he says. “The model depends on the brand. While visuals are always important, words—explanatory text—can be just as crucial.”